permanent tsb – Home & Contents Insurance

Posted on August 18, 2011

Lawnmower

Hedge

Brief: permanent tsb wanted to advertise their latest Home and Contents Insurance offer, one of the best deals in the market; get 4 months FREE Home and Contents Insurance when you sign up with permanent tsb. They wanted to drive the number of Home Insurance quotes online and convince users they can get a great deal.

Target Audience:

• Primary – Home Insurance switchers (non permanent tsb customers) Aged 30+
• Secondary – Existing permanent tsb customers, who don’t have Home insurance with them

Strategy:

permanent tsb wanted to focus of this campaign to be all about value for money. We decided to really emphasise the actual number‘4’ to draw people’s attention to the 4 month’s free home insurance that you could get with this offer.

We used homely domestic situations to reveal a big ‘4’ in video display ads. In the first scenario, a man mowing the lawn reveals a big ‘4’ in the grass, and in the second, a young woman cutting a hedge, trims out the shape of a ‘4’. Slightly speeded up in after effects, these video ads were eye-catching and resonant with the young, home-owning target audience.